Pudsey Bear, the longstanding mascot of BBC Children in Need, will speak for the first time in a new campaign aimed at encouraging children to discuss their mental health. The initiative, launched during Mental Health Awareness Week, features a short film titled *Pudsey Finds His Voice*, in which the character breaks his silence for the first time since his introduction in 1985.

In the 30-second film, Pudsey engages in a conversation with 11-year-old actor Dexter Sol Ansell. The campaign’s message emphasizes the importance of adults providing supportive listening environments where children feel comfortable sharing their worries, concerns, and emotions. The aim is to prompt adults to take an active role in children’s mental wellbeing by ensuring they have someone to confide in.

Pudsey Bear, originally created by BBC graphic designer Joanna Lane, has become an iconic symbol associated with the charity. This campaign builds on research conducted by Children in Need, which indicates that children who have someone to talk to are about nine times more likely to report feeling happy compared to those who do not. Additional commissioned research by Censuswide found that nearly a quarter of children (24%) tend to keep their worries to themselves, while 38% reported that their concerns have negatively impacted their enjoyment of life or led them to remain silent due to fear or embarrassment.

Claire Hoyle, interim chief executive at BBC Children in Need, highlighted the critical nature of the issue, stating that “far too many children and young people are carrying their worries alone” and emphasizing that having a child feel heard can lead to profound positive change in their lives. The campaign seeks to raise awareness around children’s mental health and encourage meaningful adult engagement to support young people’s emotional needs.